Avolta Edinburgh Airport

Reimagining duty free at Edinburgh Airport

We pay a visit to Edinburgh Airport for the official opening of the new-look World Duty Free store. By Hannah Tan.

Avolta and Edinburgh Airport this week officially launched the newly refurbished and expanded World Duty Free store, a pivotal development for Scotland’s busiest airport.

The store, now with 1,740sq m of retail space — an increase of +30% — marks the latest milestone in the longstanding partnership between Avolta and Edinburgh Airport.

Following Avolta’s contract renewal with Edinburgh Airport in March, the renovation introduces a host of new features and digital enhancements designed to elevate the shopping experience. These include curated brand experiences, advanced digital technology, and expanded product ranges, tailored to meet the demands of today’s global travellers.

The newly refurbished store was unveiled at a ribbon-cutting ceremony attended by senior executives from both Avolta and Edinburgh Airport on 24 September.

Avolta UK & Ireland CEO Fred Creighton (left) and Edinburgh Airport Chief Commercial Officer (Non Aero) Gail Taylor officially cut the ribbon to the revamped World Duty Free store

Key figures present included Avolta UK & Ireland CEO Fred Creighton, Edinburgh Airport Chief Commercial Officer (Non Aero) Gail Taylor, and Avolta/World Duty Free Retail Director UK Peter Cunningham, Avolta/WDF Terminal Manager Michael Bryant and Avolta/WDF Commercial Director UK Eve Fifer among others.

During the event, Creighton expressed his pride in the partnership with Edinburgh Airport, noting: “We are extremely proud of the valued and longstanding partnership we have with the Edinburgh airport team and are delighted to join them to officially open this exceptional new store. It conveys such a strong sense of place and really reflects the great spirit of Scotland. But more than that – it delivers an engaging, immersive and memorable in-store experience to our valued customers.”

Scotch whisky brand Kilchoman features in the Destination Bar at the store entrance

A focus on whisky and personalised experiences

The store’s World of Whiskies section plays a key role in its appeal, offering an immersive journey into Scotland’s rich whisky heritage. Personalised experiences have been introduced for whisky enthusiasts, with shop-in-shop formats for Glenmorangie and Johnnie Walker allowing travellers to explore full collections and partake in tastings. At the Glenmorangie area, visitors can enjoy the ‘Wonder Machine’, a whisky profiling tool that uses sight, smell, and sound to offer bespoke whisky recommendations.

Meanwhile, the Johnnie Walker brand experience zone provides an interactive journey through Scotland’s distilleries, culminating in the exclusive Johnnie Walker Blue Label Xordinaire.

Travellers can also enjoy added personalisation with services such as Glenmorangie bottle engraving and Johnnie Walker leather luggage tag customisation, making each purchase a personalised experience. Creighton adds, “At Avolta, we are committed to making travellers happier and we’re confident that this exciting new store space will do just that.”

Rare whiskies and luxury brands

The whisky selection is further enhanced by a dedicated area showcasing rare and limited-edition whiskies. Highlights include the Bowmore 33 Year Old 1988 Vintage, The Macallan M Decanter 2020 Release, Highland Park 40 Year Old, and a Rosebank 32 Year Old travel retail-exclusive. These rare expressions reflect Scotland’s whisky-making heritage and serve as a key draw for collectors and connoisseurs.

(Above and below) Elegant and evocative retail design characterises the Glenmorangie and Johnnie Walker spaces at the refreshed World Duty Free store

Embracing Scottish craftsmanship

Reflecting Edinburgh Airport’s commitment to promoting Scottish producers, Gail Taylor highlights the importance of showcasing local products: “By delivering an increased footprint, and introducing a host of fantastic new brands, there will now be more choice than ever before. The focus on Scottish products is also something we’re passionate about, allowing people to experience the very best our country has to offer and take a little piece of Scotland away with them.”

At the heart of this celebration of Scottish craftsmanship is the new Edinburgh Gin boutique, a 20sq m space inspired by the brand’s forthcoming distillery and visitor centre in Edinburgh’s city centre. Here, travellers can experience exclusive gin expressions, including the specially crafted The Meadows, which is only available in the Edinburgh World Duty Free store, and provides a taste of Scotland.

Beyond the liquor area,the beauty space has seen significant expansion, introducing brands such as Charlotte Tilbury and Kylie Cosmetics, alongside established names like Chanel, Dior, Yves Saint Laurent, and Lancôme. A dedicated fragrance discovery section features personalised wall bays from luxury fragrance houses including Carolina Herrera, Marc Jacobs, Gucci, Dolce & Gabbana, and Hermès. Augmented-reality tools allow travellers to virtually try on makeup, enhancing the interactive retail experience.

Local hero: Edinburgh Gin features prominently in a space inspired by The Arches on East Market Street, the brand’s new home in the city

Embracing wellness and Sense of Place

Meeting the growing consumer demand for sustainable and ethically sourced products, the store now features a dedicated ellness area. This section highlights brands that focus on organic, natural products and environmentally friendly packaging, including Elemis, Sol de Janeiro, Biotherm and L’OCCITANE.

In the luxury section, spaces for watches, jewellery, sunglasses, and accessories have been expanded, offering personalisation options for key brands such as Ray-Ban and Oakley. Travellers can also find an array of Scottish-themed food and souvenirs, from Walker’s shortbread to Tunnock’s Tea Cakes, to the exclusive range of merchandise featuring the quirky designs of local artist Gillian Kyle.

Haute fragrances

The customer journey concludes with a standalone Haute Parfumerie, Avolta’s premium fragrance concept. At 57sq m, the boutique storecaters to the growing demand for niche and luxury scents. Featuring high-end brands such as Penhaligon’s, Creed and Le Labo, the space combines luxurious design with engaging technologies to create a highly personalised fragrance discovery experience.

By expanding the product range and incorporating immersive elements, the store not only serves the airport’s almost 15 million annual passengers but also raises the bar for travel retail excellence, says Avolta (continued on next page).

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